Weapon 7 creates first online campaign

Tuesday 23rd of October 2007

PR agency Weapon 7 has created its first online advertising campaign for the Department for Transport (DfT).

The purpose of the campaign is to make parents realise that children are likely to pick up any of their bad habits. To illustrate this point, when users type a query into iVillage, the same words will appear on the MPU below in child's handwriting.

Other banners on the web recreate the same theme, with road safety messages in normal script replicated in a child-like scrawl underneath.

Children learn to copy what we do a long time before they learn to actually listen to what we say instead. Which is a pretty scary thought where road safety is concerned, because as much as well tell our children to be careful, if we run out when the light’s red, our kids will copy us," David Howlett , creative director, commented.

"The DfT asked us to find a way to engage parents with this message online. By making them more aware, we hope they will set a better example for their children, so more accidents can be avoided in the future."